I’m a creative director and cultural strategist based in Dubai, designing brands and experiences rooted in culture, community, and meaning.

For over a decade, I’ve led brand and creative direction at the Emirates Literature Foundation — shaping the identity of the Emirates Airline Festival of Literature, guiding visual storytelling across its programmes, and working with a team of creatives to bring cultural experiences to life for audiences in the UAE and beyond.

My work sits at the intersection of creativity and culture. I’m drawn to projects that explore identity, storytelling, and the ways design can shape how people experience a community or a place. This perspective also informs my work with TRIBE, a Filipino-led collective I co-founded to create spaces, stories, and collaborations that uplift our creative community.

I believe in building brands with intention — brands that feel human, grounded, and connected to the people they serve. ​Today, my practice spans creative direction, brand strategy, cultural programming, and storytelling for brands and cultural institutions.

Emirates LitFest Global Launch at Expo2020 Dubai​

As the project manager for the global launch of the 2022 Emirates LitFest at Expo 2020 Dubai, I oversaw the creative direction and execution of this landmark event at the iconic Al Wasl Dome.​

WikiArabia Brand System​

I developed the strategic visual framework for WikiArabia’s UAE edition, creating a scalable brand system designed to unify future conferences across the region. This framework was later adopted for WikiArabia Oman.

Sulyap: A Celebration of Filipino Language at Theatre of Digital Art

Bringing together TRIBE, the Emirates Literature Foundation, and Theatre of Digital Art, I was one of the creative architects behind Sulyap, co-curating this cultural showcase honoring the richness of Filipino language during Buwan ng Wika.

Over the years, I’ve had the privilege of working with and collaborating on projects alongside esteemed brands and institutions